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Competing to attract new customers and retain existing ones in today's fast-paced, highly competitive markets requires many things; one of the most critical is ensuring that every customer interaction is handled as efficiently and effectively as possible. Failure to do so is likely to frustrate the customer, which in turn is likely to translate into lower customer satisfaction levels, the loss of sales opportunities and perhaps increases in customer churn levels. Traditional methods of monitoring and assessing the success of interaction-handling are no longer effective enough as they rely predominately on historical and aggregated information that does not reflect the immediacy of interactions.
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